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Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction
Intended for business students and managers who want to become more customer-oriented, this book focuses on helping managers develop information skills for understanding customers' perceptions of value and satisfaction.
358 pages, Paperback
First published June 13, 1996
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January 30, 2022
This is a good but a bit basic book about importance of customer value determination and its use for company's strategy.
For most managers, the first half of the book will be of most value in my opinion, it describes what customer value is, and why it is important to base strategic planning on it.
The second part deals with some basics of marketing research techniques, with a focus on customer value identification.
That part is useful to get some basic idea about how to conduct such research, but it might not be so useful for those, who are just users of such information ( managers, etc.).
Even if you are a small business owner, you can read this book and learn a lot of new things as to how to improve your business.
For most managers, the first half of the book will be of most value in my opinion, it describes what customer value is, and why it is important to base strategic planning on it.
The second part deals with some basics of marketing research techniques, with a focus on customer value identification.
That part is useful to get some basic idea about how to conduct such research, but it might not be so useful for those, who are just users of such information ( managers, etc.).
Even if you are a small business owner, you can read this book and learn a lot of new things as to how to improve your business.
Displaying 1 of 1 review